Talking collaborations, communities and carbon neutrality with…
Hannah McCleave, Assistant Retail Marketing Manager
White Stuff has always done things a little differently. Beyond the colourful clothes and unmistakably British style, there’s a genuine commitment to making thoughtful choices, supporting communities and creating plenty of Good Stuff along the way.
We caught up with Hannah McCleave, Assistant Retail Marketing Manager, to talk about the brand’s Good Stuff membership programme, its journey towards becoming a more sustainable business and some of the community projects that have made a lasting impression.
We also revisited our own collaboration: a series of festive workshops with Create Arts, featuring plantable gift bags, swing tags, cards and Christmas crackers designed to be decorated, gifted and eventually grown into wildflowers. Because the best collaborations don’t simply look good. They do good – and sometimes they grow too.
Over the years, White Stuff have shown such a commitment to ethical sourcing and community initiatives. So we’d love to hear more about the ‘Good Stuff’ campaign?
So Good Stuff launched in autumn last year as a way for us to give our customers a more personalised shopping experience, while also giving something back to our White Stuff community. We wanted it to feel really meaningful and very true to White Stuff.
Through Good Stuff we offer exclusive perks for members – things like discount collaborations with brands we know our customers already love, introducing them to new and exciting brands like Seedprint, as well as giveaways, White Stuff special events and experiences, all that fun stuff! It refreshes every month so there’s always something new to discover.
The idea is really to create something that feels tailored and thoughtful for our customers. So when the opportunity came up to collaborate with Seedprint, it felt like such a natural fit. We share really similar values around sustainability, creativity and community, which are things that are really important to us as a brand.
We also love how you say ‘It’s about trying to do the right thing by the planet and its people’ and we’d love to hear about how you guys make everyday sustainable choices and how this sculpts you as a company?
We’ve always cared about more than just selling clothes. Over the years, we’ve chosen materials that make a difference, from organic and Fairtrade cotton to, more recently, EcoVero™ viscose. But we know it’s not enough to simply keep doing what we’ve always done. We’re continually looking for ways to improve, challenge ourselves, and build on the progress we’ve already made.
Over the past year, we’ve taken a fresh look at every part of our business, from the way we work with our suppliers to the decisions we make behind the scenes. It’s all part of an ongoing journey to better understand our impact, make more informed choices, and keep moving in the right direction. We’re committed to learning, evolving, and improving!
It’s so refreshing to see White Stuff so dedicated to creating opportunities to collaborate with different communities and charities. Can you tell us about your favourite moments so far?
There are a few! One real highlight for me was the Ice Cream Truck tour we did last summer. It was part of our Rewind ‘85 campaign, celebrating our 40th birthday and bringing back some of our original ski-inspired three-quarter zips and relaxed, baggy tees.
We customised a retro ice cream truck and drove it from St Ives to Whitstable, stopping at coastal locations where we have stores along the way. We gave away free ice creams, played games like “Spin the Wheel” to win prizes, and created lots of fun moments with our customers and local communities.
What made the campaign really special was that we wanted to give something back along the way. In St Ives, we partnered with St Ives Surf School to offer free surfing lessons for customers and beachgoers, making surfing accessible to as many people as possible. The idea was inspired by our support for The Wave Project, a local charity that uses surf therapy to help improve young people’s mental health and wellbeing.
Seeing the positive impact of surfing inspired us to bring that same sense of community to life through the campaign, while also making a donation to support further surf therapy sessions at The Wave Project.
Talking of communities, last year, you created seeded Christmas crackers and gift bags with us for a Christmas workshop? We’d love to hear a little more about how it went and what the idea behind it was.
These workshops are run in collaboration with our wonderful charity partner, Create Arts, a UK charity that uses the creative arts to empower disadvantaged and vulnerable children and adults.
Around Christmas, we host Create workshops in selected stores, inviting customers to take part in creative sessions led by Create artists and supported by our store teams. It’s a lovely opportunity for people to step away from busy everyday life, try something new, and connect with others.
Last Christmas, we partnered with Seedprint to create gift bags, swing tags, cards and crackers for customers to decorate using techniques like lino printing, natural dye painting and embroidery. They could then take their creations home to use as Christmas gift wrapping, and because the paper is plantable, the recipient could grow it into flowers in the spring.
Now just a little fun question for you! If Seedprint were to create some seeded swing tags for you, which flower would symbolise White Stuff the best and why?
I’d say wildflowers sum us up perfectly. They feel very British countryside – relaxed and joyful, with a little bit of wildness and individuality. I think this really nicely reflects the independent spirit of our customers that we often talk about.
—
A huge thank you to Hannah for taking the time to chat with us and for giving us a peek behind the scenes at all the Good Stuff happening at White Stuff.
It was a joy to play a small, plantable part in the Christmas workshops, and we’re delighted to work with a brand that shares our love of creativity, community and doing things a little more thoughtfully.
Discover more from White Stuff at whitestuff.com
